The TOF Identity Spine · Data architecture
01
In-Market Signals
98% U.S. population · 1.6T monthly events
The source of truth layer. Who is in market, where they are, and what they want.
That's the funnel. Here's what's underneath it.
The foundation
16 identity layers. 98% U.S. population.
Every dimension of a consumer — deterministic, cross-device, refreshed daily.
2,175 attributes · 1,633 behavioral signals · Deterministic at every layer
Layer 01 — Top of funnel
The foundation of the TOF Identity Spine. Person-level identity — not household guesses. 98% of U.S. adults, deterministically matched from 70+ primary sources. Offline-anchored, online-linked, zero inference. The source of truth layer that everything else is built on.
98%
U.S. Population
153M
Residential Addresses
97%
U.S. Household Financial Coverage
400M+
Active Emails + Phones
6B+
Device & MAID Pairs
90M+
Connected TV Households
1.6T
Monthly Consumer Events
Layer 02 — Middle funnel
What they search. When they search it. Delivered daily.
100+
Daily Keyword Audience Feeds
Custom keyword audiences built from real consumer search behavior — across every vertical, every intent signal, at any volume. Refreshed daily. Delivered directly to your DSP for programmatic activation, or activated via email, SMS, and direct mail through the TOF Command Center. Pre-built feeds available or request a custom feed for any keyword set.
Built for your vertical · Delivered to your DSP daily
Layer 03 — Bottom funnel
Consumer generated intent. Delivered in real time.
Consumers at the exact moment of buying decision — identified, verified, and activated exclusively through the TOF Identity Spine. Every high-intent signal is enriched against our identity core before delivery. What you receive isn't raw data — it's deterministic, identity-resolved, and ready to activate.
70+
High-Intent Verticals
Exclusive access
The data your competitors don't have access to.
Real-time consumer-generated intent — delivered in real time. Direct TOF partnership only.
Talk to usTrusted by data-driven teams
See under the hood
Tell us your vertical, your channel, and your use case. We'll show you which layers of the TOF Identity Spine are right for you.
Talk to usTell us your use case. We'll show you what TOF looks like in your channel.
Trusted by the biggest brands in performance marketing